Problem

Most business owners feel the pressure to be everything to everyone.

In an effort to compete, they try to improve every feature of their product or service. The result? Overcomplicated offers, diluted messaging, and marketing that blends into the background. In a world full of choices, customers don’t want complexity - they want clarity.

ONE Principle Insight

You don’t need a dozen standout features to build a remarkable brand.

You just need ONE - if it’s the right one. When you focus on a single, high-value feature that solves a meaningful problem or fulfils a clear desire, you simplify both your message and your strategy.

This focused differentiation becomes your signature in the market. It anchors your brand in the customer’s mind, making their choice easier and your offer stronger..

Quick Fix

Identify your hero feature: Listen to your best customers. What do they consistently praise? Find the one feature that sparks real appreciation or delivers outsized value.

Make it the message: Elevate this feature across all marketing channels. From website copy to sales conversations, it should be front and centre - clear, consistent, and confidently stated.

Back it up with delivery: Ensure the feature isn’t just well-positioned - it’s well-executed. Your promise only builds reputation if it’s reliably fulfilled.

ONE Action for Today

Ask five of your top customers what they value most about your product - then look for the overlap. That’s your signal. Start building your message around it.

Have you identified a single feature that makes your product unforgettable? Reply and share how you’ve used it - or plan to use it - to strengthen your brand.

Know someone struggling to stand out in their market? Forward them this issue to help them focus on what truly makes them different.

Next Issue: Discover how using ONE decision-making framework can simplify even your most complex choices.